Social Media Update Q3 2022

TikTok Copies BeReal, Instagram Shifts Commerce Strategy, YouTube Courts Creators

Executive Summary

This is the latest installment in an ongoing series of updates for the major social media platforms; for the first time, we’re including updates for YouTube as well. The goal of each report is to provide a summary of key developments and their implications for marketers.


  1. How do TikTok’s, Instagram’s, and Snapchat’s BeReal clones stack up?
  2. How are the mounting Elon Musk problems affecting Twitter’s business?
  3. How is YouTube using creators to help grow Shorts and shopping?

WHAT’S IN THIS REPORT? Key developments for Facebook, Instagram, Snapchat, TikTok, Twitter, and YouTube during Q3 2022, and how brands and marketers can navigate those changes.

KEY STAT: Instagram’s social commerce pivot (which includes removing the Shopping page) comes amid a slowdown in social buyer growth. We expect US social buyers to rise by 5.9% to 102.6 million in 2022.

Here’s what’s in the full report


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Table of Contents

  1. Executive Summary
  2. Meta: The Company Cuts Budgets Amid First-Ever Revenue Decline
  3. Facebook: In With Multiple Identities and Out With Live Shopping
  4. Instagram: The Company Pivots Its Social Commerce Strategy and Doubles Down on Video
  1. Snapchat: The App Chases Engagement With Snapchat+ and BeReal-Like Features
  2. TikTok: The Most Copied App Becomes the Copycat
  3. Twitter: Musk Drama Takes a Toll on Its Ad Business
  4. YouTube: The App Courts Creators to Grow Shorts and Shopping
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Jasmine Enberg, Jeremy Goldman, and Zak Stambor


Daniel Konstantinovic
Rachel Wolff